It had never been seen as brand and it was not marketed greatly in a commercial sense. All of this changed, however, when yoga was introduced in the United States. Branding Value Creation Branding yoga has brought controversial views about the practice in general. Some people have seen it as a sharp deviation from yoga’s origins and spirit. However, it is very easy to overlook the advantages of branding, which include helping customers associate a particular good or service with certain images and assumptions about the good or service. Yoga branding additionally creates value by strategically expanding yoga’s popularity.
The more a consumer wants to engage with yoga practice, the more potential marketers see in creating brand awareness. Thus, more yoga studios open and these particular studios can charge higher prices. Yoga branding creates the environment for the emergence of new secondary markets and developed standards of yoga practice. Brand value creation is also achieved through the emergence of new secondary product markets, such as yoga apparel, mats, and other accessories. These secondary markets create numerous jobs for people irking in this industry.
Lastly, the branding of yoga embody the standard of yoga practice, on which yoga studios set their competitive advantages and marketers highlight different aspects of yoga practice to attract masses. Before yoga was branded to the degree it is now, it was a free and private experience. Therefore, there was no real standard set for the practice. The yoga brand is now a promise of the service quality, such that yoga practitioners know what to expect and what to demand from yoga studios. Two big influences of yoga brand value creation and transformation are Buckram Chuddar and Tara Stiles.
Buckram Chuddar has aggressively sought to patent his approach to traditional yoga, which has put significant emphasis on the spirituality. On the other side, Tara Stiles IS not interested in yoga’s traditional roots. Rather, she has adroitly mixed varying styles to create a balanced set of exercises. These two individuals have used completely different approaches to build the brand of yoga business, but they have shared successful business models that have greatly built the brand of yoga. When yoga first came to the United States, it was an entirely new concept.
There were few players in the market and the overall awareness about yoga was quite low. Buckram Chuddar was the premier yoga pioneer. He introduced the ancient tradition of yoga to the contemporary world initially via “torture chambers” where people practiced yoga in 1 00 to 1 05 degree temperatures. Successes led to Buckram writing a book, “Buckram’s Beginning Yoga Class”, and launching Buckram’s Yoga College of India, the school that trained yoga instructors within two month period. The traditional yoga master patented the Buckram style, which involves series of postures and breathing exercises.
Buckram understood yoga’s potential centralization and, through patents and trademarks, he emphasized not the yoga itself, but rather a complete and true understanding of yoga’s roots. The core strength of his brand is found in his customers’ willingness to pay. Comparing the average fee Buckram charged for his program in 1971 to 201 1, we see quite a discrepancy. Back in 1971, the studio yoga program cost around $20 per person while in 201 1 he was charging $7,000 for the same program. The Buckram Yoga Brand has developed considerably since 1971 and is currently valued at $5 million a year.
A vanguard approach to yoga was introduced by Tara Stiles. She revolutionized the practice of yoga by creating her own brand, which was available and relatable to the masses. Her approach towards yoga could not have been more divergent from Buckram’s traditional and rooted version. Tara wanted to build yoga awareness through fun and accessible methods. For example, she released the yoga app “Authentic Yoga”, uploaded yoga classes on Youth, and wrote the book “Slim Calm Sexy Yoga” in order to excite people who might have been turned off to yoga by Buckram’s more traditional and rigid style.
By doing so, Tara managed to create the link between a person’s mind and the yoga. Consumers could relate their yoga practice to everyday life. Such practice had nothing to do with religion; it was solely yoga. Others joined the movement and helped bring yoga from a niche practice to the mainstream. Today, the yoga industry in the United States is valued at almost $6 billion annually. Certainly, the two yoga schools have incredibly differing target segments. Biography’s style is all about Sanskrit, Indian, and pure Hinduism traditions; it is targeted towards the people who want to understand its depth, tradition, ND spirituality.
Tar’s yoga style is classically American. There is no Sanskrit, no chants, and nothing about India in her classes. Instead, she targets toward younger masses – mostly millennial -? who focus on the numerous and beneficial physical and health aspects of yoga rather than spiritual or philosophical tenets. As Tara says, “People need yoga, not another religious leader. ” Evaluation of Branding Business Brand Pyramid for Buckram Yoga Ta regret Consumer Buckram yoga is loved by many and has benefited many people around the globe. As per the yogi Buckram Chuddar, his form of hot yoga has helped round half a billion people directly or indirectly.
The customers of Buckram yoga are of different shapes, sizes, and even different demographics. But the attitude of the Buckram’s target customers is what differentiates them from others who follow alternate forms of hot yoga. His loyal followers vivaciously adhere to an authentic yogi lifestyle by subjecting themselves to pain and extreme heat in the yoga classes. According to popular testimonials spread across the web, the loyalists, who are the long time practitioners of Buckram yoga, say that Buckram yoga is the purest form of meditation because his lasses are full of spirituality.
Attributes and Features Buckram yoga is one of the most systematic and rigorous form of yoga. Every classroom is conducted in a plus-100 degree Fahrenheit room. The classes are 90 minutes long and each begins with a breathing exercise – Paraguayan. Along with the breathing exercises, each class puts the attendees through a 26 posture set twice. Buckram yoga teachers are highly trained to deliver a very interactive session that makes sure that everyone in the room is able to follow their verbal instructions and perform each of the postures in the right manner.
Functional Benefits Yoga originated thousands of years ago in India and was practiced by different yogis located all across the subcontinent. Since the ancient times, one of the proclaimed benefits of yoga has been the cure of human body ailments. Be it mental or physical ailment, there is a yoga posture for each and every chronic disease. Buckram Chuddar had a dream to offer yoga classes, where he not only cures one patient, but could cure hundreds with a yoga routine that heals whole body.
The 26 postures offered in Buckram’s class are claimed to spread oxygen throughout the body and to facilitate body events that benefit all the attendees. Emotional Benefits Buckram’s yoga routine has been designed to make a person mentally and physically strong. With overall well-being, attendees of Buckram yoga experience emotional transformations towards themselves as well as with their friends and families. Practicing rigorous routine of Buckram yoga, makes you sweat that causes you to lose weight and to loose dead skin that makes your skin glow radiantly.
This physical transformation lifts emotional confidence of people. At the same time, Buckram yoga is a form of meditation hat makes one a calm person. Such mental transformation, reduces stress and helps people control their rash behaviors. Brand Personality Buckram’s yoga classes carry the essence of the Pedant form of yoga that has been practiced for centuries. These classes are a lifestyle for its attendees, who experience a natural bonding with their mind and body through the interactive sessions delivered by trained yoga teachers.
Buckram’s yoga class experience is consistent throughout the globe and ensures that yoga classes delivers the vision of Buckram Chuddar, who started these classes to put unman body through different postures that improves overall well-being. Brand Essence An authentication lifestyle that promises unmatched physical vigor and mind relaxation is the main tenet of Buckram’s yoga brand pop The essential “No pain, no gain! ” quote attributed to Buckram Chuddar captures the notion of this practice of yoga.
Brand Pyramid for “Authentic Yoga” by Tara Stiles Target Consumer “Yoga by Tara Stiles” focuses on its physical aspects and health benefits, which yoga has to offer without making people overwhelmed with its philosophical or spiritual dimension. The target consumer segment for this arm of yoga are people from all ages and backgrounds who want to gain awareness and take the first step towards integrating yoga in their daily lives without being overwhelmed with history and origins of yoga. Tara Stiles has created a revolution where she has made yoga very accessible to people through social media, books, and television.
She has enlightened people by spreading awareness that everyone irrespective of their age, background, and prior knowledge about yoga or physical limitations can practice yoga and enjoy its benefits. According to her, M)GA is all about finding individuality with he movement and it will simply make you look good and feel great”. This form of yoga is a movement that ignites freedom and is customizable in its approach based on every individual’s needs and physical limitations. It focuses on moving at a slow comfortable pace and then gradually integrating more challenging movements and poses.
This form of yoga involves strong (intense flow), relax (chill flow), energize (invigorating flow), basics (awareness flow), and gentle (restorative flow). The movements are fueled by the breath, allowing each inhale to lift, expand and open, and every exhale to move rather into the experience. It is led by thousands of guides trained and influenced by Tara Stiles around the world. The yoga studios are known for their laid back, energetic, and fun vibe. People walking into the studio feel safe and comfortable practicing yoga for the first time and leave the studio feeling happy, energize, and looking forward to their next class. Yoga by Tara Stiles” helps build strength, balance, and flexibility within the body. It gradually takes its clients from simple to complex poses, leaving them with invigorating state of mind. All the poses move from simple flow, which eases the body into the challenging poses. It releases tension in the body, and focuses on the breath, which results in a refreshed and energize state of body and mind. “Yoga by Tara Stiles” creates a safe, welcoming environment for people of all ages and backgrounds irrespective of their prior knowledge or experience with yoga.
People walking into the studio are not overwhelmed with its origin and history but enjoy the physical and mental benefits. This form of yoga takes people on a journey in which they start with simple poses and ease into challenging poses. Such a strategy gives them a feeling that they can accomplish new and challenging things over time by building up confidence. The yoga itself focuses on building strength and helps people gain more flexibility while losing weight, looking good, and feeling confident about their transformation.
Since it is easily accessible through mobile APS, books, and online videos, people find it easy to incorporate in their daily lives and stick with the practice. This form of yoga requires a minimum of 30 minutes and helps people escape from their daily stress. The combination of deep breathing exercise along with physical movement helps them attain a freshen and energize body and mind. The idea behind “Yoga by Tara Stiles” is to find ease in the movement. It is all about the search for individuality within movement, achieving more physical and mental benefits, and allowing oneself to immerse in the yoga.
The practice is not about following a traditional ritual or new religion. It is about indulging in a new experience and setting safe boundaries. Yoga is about going beyond the historical scripts and finding your comfort zone and moving gradually from simple to complex movements. “Yoga by Tara Stiles” is a moving meditation that creates a radiantly strong, Lear, connected body & mind, and a healthy, happy & capable life. POP Yoga is all about you. It is all about finding yourself, what makes you creative, and individuality.
Brand Valuation Methodology For determining the brand value for both yoga institutions, we have devised the “Conjoint Brand Valuation” technique. The purpose of this analysis is to evaluate each brand on five specific and relevant attributes that we believe constitute brand value in the yoga industry. Here is our analysis in which each attribute is given a weight (as a percentage out of a hundred) based on its importance in determining brand value. Additionally, each yoga institution is given an integer score (from 1 to 5 with 5 being the highest) and then multiplied by the weight for a total score. Analysis: 1.
Premium Percentage: This attribute constitutes the premium amount that each of the yoga brands can command over the cost incurred in delivering each class. We have assumed a weight of 15% for this attribute. One price premium cannot command a higher weight because there could be customer segment differences or competitive pressures that could limit the premium. The other reason for the relatively low weight is the mode of delivery of yoga lasses, Tara gives her consumers an online class while Buckram sticks to the traditional in-class model. Such a difference can create a brand bias if a higher weight is given to this attribute.
On comparison, Tara and Buckram both charge $20 per classes. Tara scores slightly higher here because the internet model Of class delivery incurs lower operational costs. 2. Customer Engagement: This attribute constitutes the marketing buzz that a brand commands on social media. The weight for this attribute is 35% first and foremost because both yoga brands have a level field. This assumption is rather solidified by the fact that, in today’s technological age, all brands are built through extensive customer engagement and influences who can advocate on behalf of the brand.
On comparison, Tara definitely ranks better because of her staunch social media presence. But Buckram yoga does not lag behind because of his customers’ fame. Having celebrities and known personalities as advocates certainly helps. 3. Barriers to Entry: This attribute constitutes how difficult is to replicate the experience delivered by the brand. We have assumed a weight of 25% for this attribute because having barriers to entry is an essential aspect that determining the sustainability of a brand against its competition.
Higher barriers to entry ensure that new entrants will not find it easy to establish their presence in the market or a particular segment of the market. Such power ultimately transforms in to brand differentiation that adds tremendous value for the brand in marketplace. On comparing the two yoga brands On this aspect, Buckram’s yoga commands a higher score than Tar’s. Primarily this is due to the intellectual property rights that Buckram’s brand has accumulated, making it nearly impossible for other competing brands to replicate the experience that Buckram’s yoga classes deliver to its consumers.
Tara relies on an online delivery model, which could be replicated easily; hence the lower rating on this attribute. 4. Convenience: This attribute constitutes how easily accessible a brand is for its customers. We have assumed a weight of 15% for this attribute because brands can deliver convenience on different aspects such as cost, location, and channels. The choices that brands make for delivering better convenience also depends on the target customer segment. Having a conservative weight addresses any bias towards one or the other brand.